2.5 Theoretical Framework
2.5.3 The Ducoffe Extended Model
Many studies (for example, Nandagopal et al., 2012; Bamoriya & Singh, 2012; Unal et al., 2011; Van der Waldt et al., 2009; Tripathi & Siddiqui, 2010; Tsang, Ho & Liang, 2004) have used the Model of Attitudes towards Online Advertising, also known as the Ducoffe Extended Model, to investigate and analyse the relationship between attitude and mobile advertising. This model was only used in this study to help analyse the findings on the attitudes and perceptions of rural youth towards mobile advertising.
In 1995, Ducoffe developed a model for how consumers assess the value of advertising, based on the following factors: informativeness, entertainment, and irritation (Gangadharbatla & Daugherty, 2013).
Mackenzie and Lutz (1989) suggested an additional factor, credibility, and argued that it was important that advertisements were perceived as believable and truthful by consumers (Javadi, Amirosadat, Balochiyan, & Liravi, 2012). According to this model, as shown in Figure 2-3, the four factors can be used to measure the perceived value of mobile advertising in consumers’ minds and to understand how this affects consumer attitudes towards mobile advertising.
26 Figure 2-3: Ducoffe Extended Model
Source: Tsang, Ho and Liang (2004:64) a. Informativeness
The primary function of advertising is to provide information to consumers. Advertising seeks to inform customers of a variety of things: products (price, new features, and discounts), services and ideas (Bamoriya & Singh, 2012; Van der Waldt et al., 2009). Advertisers can retain customers by providing them with accurate information (De Silva & Yan, 2017). Bombarding customers with too much information does not necessarily make advertising informative. It is important to provide quality information that is necessary, and to avoid false information (De Silva & Yan, 2017).
Nandagopal et al. (2012) used the Ducoffe Extended Model to investigate Coimbatore city’s customer attitude towards mobile advertising. The research found that customers had a positive attitude towards mobile advertising, and that informativeness was the most important factor when customers considered mobile advertising (Nandagopal et al., 2012; Unal et al., 2011). Van der Waldt et al.
(2009) found a positive relationship between consumers’ attitudes and perceptions towards mobile advertising. However, a study in Bangladesh reported controversial findings, stating that there was a negative relationship between informativeness and consumers’ attitudes. The study explained that consumers who received too much information in mobile advertisements were unhappy with having to read the whole advertisement on their small-sized screens (Chowdhury, Parvin, Weitenberner &
Becker, 2006).
b. Entertainment
Entertainment is an attractive feature of a message (De Silva & Yan, 2017). Advertisers must send information that is concise and entertaining to gain consumer attention and interest instantly.
Entertainment can convince consumers that advertising is interesting, and positively influence their Permission
Perception Informativeness
Entertainment
Credibility
Irritation
Attitudes towards mobile advertising
27 attitudes towards mobile advertising (Chowdhury et al., 2016). Entertaining communication can add value for customers, and increase customer loyalty. Due to people’s natural playfulness, customers would be happy with interactive games and rewards that influence participation (Ul Haq, 2012).
Entertainment was found to have a positive influence on consumers’ perceptions and attitudes towards mobile advertising (Unal et al., 2011; Van der Waldt et al., 2009; Tsang, Ho & Liang, 2004).
Consumers find entertaining mobile advertisements fun and attractive, and they enjoy looking at or listening to them (Tripathi & Siddiqui, 2010).
c. Credibility
Credibility refers to the perceived integrity and reliability of an advertisement (Unal et al., 2011).
Credibility builds a foundation for an effective advertisement, and allows advertisers to build relationships with consumers (De Silva & Yan, 2017). It shows consumer reaction towards the advertising content and their perception of the believability and truthfulness of the advertisement (Bamoriya & Singh, 2012).
Consumers’ attitude towards mobile advertising is positively correlated with consumers’ perceptions of the credibility of mobile advertising (Unal et al., 2011; Van der Waldt et al., 2009; Tsang, Ho &
Liang, 2004). Tripathi and Siddiqui (2010) found that many consumers felt that many advertisements attempted to show perfection and did not provide truthful information, which resulted in consumers not believing mobile advertisements. The study also explained that many consumers rated mobile advertising as less reliable than other types of advertising.
d. Irritation
When consumers are uncomfortable, annoyed, offended or feeling manipulated by an advertisement, they are irritated (Tsang, Ho & Liang, 2004). Due to the relatively low cost of mobile advertising, advertisers tend to send plenty of advertisements to customers without considering their privacy and other concerns. As a result, some consumers feel annoyed by mobile advertisements (Chowdhury et al., 2016). Consumers then develop a negative attitude towards mobile advertising and perceive it as unwanted and irritating (Bamoriya & Singh, 2012; Xu, 2007; Unal et al., 2011).
Studies conducted by Tsang, Ho and Liang (2004) and Van der Waldt et al. (2009) support that irritation has a negative influence towards consumer’s attitudes on mobile advertising. These studies found that consumers who were irritated by specific mobile advertising or advertisers had a negative attitude towards receiving mobile advertisements in general. Only adverts sent with permission were favourably received. Vigar-Ellis et al. (2007) conducted a study at UKZN, in which 45% of respondents indicated that they found SMS advertising useful and informative, and only 34.4% found
28 SMS advertising irritating. Irritation has a negative correlation with credibility - when customers are constantly bothered or irritated by a specific advertiser, they start questioning the reliability of the information communicated (Nandagopal et al., 2012).
The Advertising Research Foundation Model, the ABC model of attitudes and the Ducoffe Extended Model were selected for this study based on their use in similar studies done in other countries. The models are used to explore rural youth responsiveness towards mobile advertising in Limpopo, South Africa. These three models support the research questions and the objectives of the study.